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UNIT 1 - Media Environments

1.1. Millennials and the Rise of the Information Society

The concept of information society was conceived by Daniel Bell (1976) to highlight the information domain
and the corresponding technological innovation that goes with it during the post-industrial society (Webster,
2005). With the development of information and communication technologies (ICTs), particularly of the
Internet in the 1990s, Manuel Castells (1997) published the book entitled The Power of Identity: The
Information Age – Economy, Society, and Culture using the network society as his metaphor. He pointed out
that the network creates a web of information flows along with the movement of people and products across
the globe (Castells, 1997). Castells (1997) highlighted that the Information Age ushered in various social
changes. Information, ideas, images, and symbols are transmitted across the globe at a faster, wider, and
global scale at any given time. It impinges upon the social, economic, cultural, political, personal, and even
psychological aspects of our existence, creating ramifications at varying levels, scope, and magnitude. As it
keeps fascinating us, it also brings about certain challenges.

The use of ICTs has been analyzed by Tapscott (1998) in the 1990s. He referred to those born between
January 1977 and December 1997 as the ―net generation‖ to emphasize the peak of the digital revolution
effecting changes in the lives of these people. On the other hand, Prensky (2001) used the term ―digital
natives‖ to refer to the young people who practically grew up in the world of computers, video games, and the
Internet exploring the digital space for social interaction, self-expression, and identity formation. Other terms
like generation next, iGen, Google generation, and the most common term, ―millennials,‖ being used
nowadays would refer to the youth of today who practically grew up amidst the Internet and technological
innovations.

Because of the prevalence of the use of the Internet, social networking sites (SNSs) also become pervasive in
providing the necessary system of networks for better connectivity, expression, and articulation among the
millennials of common interest (Radi, 2003). Communication is now easier and faster and cuts across spatial
boundaries connecting people from across the globe. At the macro-level, education is highly favored by ICT
advancement as more information can be accessed digitally in just a snap of a finger (Myers, 2016). Electronic
learning or e-learning is making education more accessible. The growing trend of e-commerce, along with
telecommuting, increases productivity, thus making the economy more dynamic and vibrant (Nuncio, 2019).
At the micro-level, even romantic love has been facilitated by the Internet as more and more dating
applications have been made available.

In 2005, 87% of the youth ages 12 to 17 had used the Internet. Every day, almost 11 million teens go online.
From 2005 to 2018, people using the Internet grew from 1 billion to 3.9 billion, as estimated by the
International Telecommunications Union (ITU, 2018). The Broadband Commission for Sustainable
Development said that by the end of 2019, half of the population of the world will be connected to the Internet
(ITU, 2018). The Connect 2030 Agenda aims to connect 70% of all the people across the world by 2023 so
that key social and economic resources will be made accessible in this growing and expanding digital world.
Furthermore, by 2025, a 75% connection rate is targeted. On average, Internet users spend six hours a day
through Internet-powered devices and services based on the 2018 global digital report (We Are Social, 2018).

1.1.1. Methods

The study relied on the use of secondary data by the Demographic Research and Development Foundation,
Inc. and the University of Philippines Population Institute’s (2016) 2013 Young Adult Fertility and Sexuality
Survey (YAFS4). The survey is the fourth in a series of national surveys conducted among young adults ages
15–24 (Natividad, 2016). The first YAFS (YAFS1) survey was conducted in 1982, covering only young
women on the issue of fertility. The second round was done in 1994, covering both male and female
respondents compared to YAFS1. YAFS3 was done in 2002, expanding the age of the respondents from 15–
27 years old to look at the marital behavior among the youth. YAFS4 used the same set of questionnaires of
YAFS3 but added questions pertaining to widespread cell phone and Internet use, health and lifestyle, and
self-assessed well-being.

Surveys and literatures from cases in other countries were used to establish the need for a nationwide
empirical research in the Philippines to analyze the evolving phenomenon of Internet use. The study

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highlights the need for appropriate and timely social and legal interventions that are lagging in abating further
disjunction and negative consequences.

1.1.2. Results

Nationally Representative Surveys and National Statistics on Suicide - USA Case

From 2010–2015, there was an increase in adolescents’ depressive symptoms, suicide-related outcomes, and
suicide rates based on two nationally representative surveys and national statistics on suicide rates among U.S.
adolescents. According to Twenge, Joiner, Rogers, and Martin (2018), mental health issues are more likely
reported among adolescents who spent more time on social media and electronic devices such as smartphones.
Teens spending five or more hours a day online were 71 per cent more likely than those who spent only one
hour a day to have at least one suicide risk factor such as depression, suicidal ideation, making suicide plan or
attempting suicide. The study also concluded that spending two or more hours a day of time online
significantly increases suicide risk factors (Twenge et al., 2018).

Adolescents, which Twenge et al., 2018 referred to as the iGen, spend less time on in-person social
interaction, sports and exercise, homework, print media, and attending religious services, which may also
account for increases in depression and suicide. As iGen spends less time in face-to-face interaction and more
and more time online, lesser time is devoted to sleeping, increasing mental health vulnerability. Given less
definitive research findings, the study could only imply recommending lesser screen and time online rather
than just keep the status quo of incurring high social costs of depression and suicide (Twenge et al., 2018).

The Royal Society for Public Health 2017 Survey – Britain Case

A study of the Royal Society for Public Health on social media users in Britain among 14–24 years old linked
heavy use of social media to mental illness (―Joe heavy use of social media is linked to mental illness,‖ 2018).
The impact of the use of Facebook, Instagram, Twitter, and Snapchat highlighted benefits such as self-
expression and community building among their users. However, negative consequences far outweighed the
positive effects since users of such platforms experience anxiety, depression, sleep deprivation, worries about
body image, and FOMO or fear of missing out.

David Myers: A Social Psychology of the Internet

Although Internet use created social benefits, it also comes with some risks and social costs, as stated by
Myers (2016). These social costs are the following:

 Deindividuation – faceless anonymity enables sexual exploitation, piracy, hate speech, and meanness
of cyberbullying.

 Time diversion from a face-to-face relationship – internet addictions to gambling and pornography
may disrupt and drain time from healthy relationships and productive work.

 Slacktivism – the effortless signing off online or sharing of pro-social videos may substitute feel-
good Internet clicks for a real and costly helping.

 Self-segregation resulting in group polarization – people selectively exposing themselves to think-

alike media and bloggers and like-minded groups may shift toward the extreme through the Internet
echo chamber effect, leading to group polarization and greater social divisions.

Young Adult Fertility and Sexuality Survey (YAFS4)

YAFS4 was conducted in 2013 as the fourth round in a series of surveys using a nationally representative
sample of Filipino young adults of 15–24 years of age (Natividad, 2016). The survey was funded by the
Australian government through the United Nations Population Fund (UNFPA) and by the Department of
Health’s Health Systems Research Management Grants facilitated by the Philippine Council for Health
Research and Development (PCHRD).

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Cellphone use. The Public Telecommunications Policy Act of the Philippines of 1995 (https://tinyurl.com/
rtkqzpt) deregulated the telecommunications industry in the Philippines.The Public Telecommunications
Policy Act facilitated ICT development in the country and made cell phones so popular among the Filipinos,
leading to 78.3% ownership among the youth (Laguna, 2016). Though primarily used for communication, the
introduction of smartphones in the market, along with its enhanced functions and applications, made it so
popular among the youth. Among the many uses of the cell phone, the survey showed 99.4% of the
respondents used cell phones for communication, whereas 47.6% used it for entertainment (Laguna, 2016). Its
use keeps on evolving from just plainly for communication to entertainment purposes like listening and
downloading music, playing online games, watching and downloading videos, surfing the Internet, and taking
and storing pictures.

 Internet use. Internet use among the Filipino youth was only about 2% when YAFS3 was conducted
in 2002. However, this grew to 58.9% in 2013. Internet use facilitated social networking, checking
emails, chatting, doing school work, and entertainment.

 Exposure to pornographic materials through videos. The survey revealed an increase in the
exposure of the youth to pornographic materials through videos. From 2002 to 2013, watching
pornographic videos online grew from 55% to 57% among the youth. Exposure was highest among
college students at 63.3%. For the Filipino youth or the millennials, some norms are still restrictive,
particularly when it comes to the discussion of sex-related topics. The Internet has given them the
option to access some information discreetly. According to McKenzie (2007), one of the most
researched topics online is related to sex. YAFS4 further revealed that 26.3% of those who were using
the Internet accessed websites with sexually explicit content. The study of Myers (2016) reminded us
of possible addiction to pornography and gaming, favoring more time spent online rather than having
a face-to-face interaction.

 Filipino millennials and their dilemma. Although YAFS4 indicated the prevalence of cell phone
and Internet use among the Filipino youth, the national survey only mentioned exposure to
pornographic videos as one of the potential problems encountered by the millennials in the country. It
is not even clear if the 2% increase in exposure to pornographic videos is attributed to the increase in
Internet use among our millennials or not.

Summary of the positive effects and negative consequences of Internet use.

Table 1 summarizes the positive effects

and negative consequences of Internet use
based on the different studies conducted
in the U.S., Britain, and the Philippines.
The education sector benefits from
Internet use and the expanding digital
world through the advent of e-learning
and the availability of massive digital
information online.

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Policy implications for the Philippines vis-à-vis Internet use.

Realizing that the Philippines is still quite far behind in addressing this growing concern on Internet use, the
policy recommendations of Nuncio (2019) will be very relevant if we want to progress along this direction.
Given that the problem is Trans disciplinary in nature, the national government, along with the other sectors
such as the academe and the medical professionals, can start by initiating a nationwide study on the different
Internet addiction and disorders to establish the current situation of our youth. Without empirical evidence,
interventions cannot be identified and appropriated.

1.1.3. Conclusion

There is no doubt that ICTs, specifically the use of the Internet, have brought forth great benefits in the
economy, education, and communication sectors. This new phenomenon has been evolving so fast that some
social structures have been lagging. Although technological innovations created many opportunities, negative
consequences cannot be ignored.

As we live in the Information Age amidst the network society where changes happen at a faster, wider, and
greater scope, we are all caught up in this web of information that we struggle to understand and make sense
of in our day to day undertakings. After almost 30 years since its adoption in our society, the effects of
Internet use have never been analyzed nor revisited. It has carried us all away for a fast ride without allowing
us some time for assessment and introspection.

The data and cases from the U.S., Britain, and France should serve as a wake-up call to finally look into the
issue with greater caution and discernment. It has to compel us to take the necessary steps and act upon it. The
millennials are continuously drawn into the web of technological innovations for greater connection and self-
expression yet ironically being left in disjunction that leads to depression and suicide. The stakes are just too
high for us to ignore this cultural lag. Intervention must be appropriated the soonest as social costs pull us
away towards the point of personal, psychological, and social breakdown.

1.2. Who are the millennials?

Millennials are likely the most studied generation to date. According to U.S. Census Bureau statistics, there
are plenty of them to study—80 million plus (the largest cohort size in history). There are data to find most of
what you are looking for, as the data is varied and sometimes contradictory. In fact, Millennials are full of
contradictions, which, of course, may explain the youth of any generation. Most consistent is that this
generation is technically savvy, almost as if it has a digital sixth sense. A wired, connected world is all that
Millennials have ever known. They are considered optimistic, with 41% satisfied with the way things that are
going in the country, compared with 26% of those over 30.G1 Optimism abounds despite the many tragic
events that have shaped this generation, such as 9/11, terrorist attacks, and school shootings like Columbine,
the 2004 Southeast Asian tsunami, and Hurricane Katrina. Political, economic, and organizational influences
include the 2000 election, the impeachment of a president, the recession and the fall of Enron. As kids, they
were tightly scheduled and many would say overindulged by helicopter parents. They were products of
NCLB, reality TV, and an ―iWorld,‖ where Starbucks is usually just a short walk away. For the purposes of
this report, this cohort will be called Generation Y, Gen Y, or with more frequency, Millennials, as they
reportedly prefer. There are at least 30 other labels for this generation.

1.2.1. MOST DIVERSE GENERATION

Young people are more tolerant of races and groups than older generations (47% vs. 19%), with 45% agreeing
with preferential treatment to improve the position of minorities. This may be attributable to the diversity of
the generation itself, which recalls that of the silent generation. The shifting population is evidenced with 60%
of 18–29 year olds classified as non-Hispanic white, versus 70% for those 30 and older. This reflects a record
low of whites, with 19% Hispanic, 14% black, 4% Asian, and 3% of mixed race or other. Additionally, 11%
of Millennials are born toat least one immigrant parent.

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1.2.2. MULTITASKING REDEFINED

Millennials are considered multi-taskers extraordinaire, though brain science tells us that multitasking is a
myth. More likely, they are apt to switching tasks quickly enough to appear to be doing them simultaneously.
When it comes to heavy media multitasking, studies show greater vulnerability to interference, leading to
decreased performance. Some studies suggest that this generation is rewiring the brain with extensive
multitasking training, evidenced by the teenager who can simultaneously play video games, watch TV, and do
homework. They are retraining the brain to reduce the performance deterioration of multitasking by increasing
the speed of information the brain processes. This rewiring enables multiple tasks to be processed in more
rapid succession. This activity and research suggest that our brains are evolving.

1.2.3. SELF

Popular opinion is that Millennials are more caring, community oriented, and politically engaged than
previous generations. Psychologist and Gen Y researcher Jean Twenge contradicts these assumptions. She and
her colleagues find that today’s youth are more interested in extrinsic life goals and less concerned for others
and civic engagement. They are described as overly self-confident and self-absorbed.

This generation masters self-expression, with 75% creating a profile on a social networking site, 20% posting
a video of themselves online, 38% with one to six tattoos, and 23% with a piercing in some place other than
an earlobe.G1 There is also a trend toward personal branding, which, on its surface, appears self-promoting.
Looking a bit deeper reveals a method for young people to identify their passions and determine the most
expedient path forward, rather than having others set a path for them.

1.2.4. MORE SIGNS OF THE TIMES

Millennials’ main sources for news are television (65%) and the Internet (59%). Lagging behind are
newspapers (24%) and radio (18%). Different from the youth of the two previous generations, parents have
considerable influence on Millennials’ political views. In one study of young American leaders, 61% listed
parents as most influential, far in advance of public leaders (19%) and the media (12%). Faith leaders and
celebrities ranked as having minimal or least influence.

Millennials are never far away from their next text, with 80% sleeping with their cell phone next to the bed.
For some, this bed is in their parents’ homes, as 13% have ―boomeranged‖ back because of the recession after
living on their own. Thirty-six percent say that they depend on financial support from their families.

Many Millennials have grown up with parental support and encouragement and have experienced relatively
comfortable lifestyles. Approximately 20% of American Millennials living in poverty have not been so
privileged.

Nearly half of Millennials feel that they may be worse off than their parents. Health trends indicate that
Millennials could be the first generation in more than a century to see their life span level off and even
decline, with obesity becoming epidemic.

1.2.5. WHAT’S THE SAME

For the most part, the priorities of being a good parent and having a successful marriage are most important to
Millennials, similar to those held by GenX’ers at a similar stage of life. Similarly, helping others in need is as
important to the youth of both generations. Differences in the order of life’s priorities are that older
generations are more likely to place a higher importance on a very religious life (21% vs. 15%) and a lower
importance on being successful in a high-paying career (7% vs. 15%).

1.3. Adopting New Technology

Industrial development requires technological capability in industry. The national innovation system (NIS) is
anchored on the theory that industrial development requires technological capability in industry, and that the
exploitation of technology is most critical at the firm level. National policies can build and develop the
technological capability of domestic firms. The recent internationalization of business has convinced

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policymakers and managers to view national innovation systems as strategic assets in global economic
competition. The objective of this study is to describe and analyze the structure and characteristics of the
Philippine innovation system. This paper uses international best practices in the national innovation system in
evaluating the effectiveness of the Philippine innovation system and in recommending policies to improve the
system. This report is organized as follows. The next section begins with a discussion of the theory and
methodology of national system of innovation. The succeeding four sections describe the structure and
characteristics of the Philippine, American, Japanese, and German innovation systems, respectively. The
ensuing section briefly highlights the strengths and weaknesses of the American, Japanese, and German
innovation systems. Another section evaluates the gaps and effectiveness of the Philippine innovation system.
Still another section diagnoses some policy issues. The last section discusses the relevant conclusions and
recommendations.

1.3.1. The Philippine Innovation Systems

The DOST introduced the Science and Technology Master Plan (STMP) in 1990, which set the goals and
objectives for the S&T sector, and provided a framework for the effective coordination of S&T projects and
programs consistent with national development policies. STMP cited the following major problems in the
S&T sector:

1. underutilization of S&T for development, as reflected in the low quality and low productivity of the
production sector and heavy dependence on imports;

2. underinvestment in S&T development in terms of manpower training, technological services, R&D

facilities and financial resources; and

3. Weak linkages between technology generation, adaptation, and utilization. The three main strategies
of the STMP are:

a. modernization of the production sector through massive technology transfer from domestic and
foreign sources;

b. upgrading of R&D capability through intensive activities in high-priority sectors; and

c. Development of S&T infrastructure, including institution building, manpower development, and

development of S&T culture.

The Comprehensive Technology Transfer and Commercialization program was initiated to disseminate and
commercialize locally developed technologies. But there was a lack of locally developed commercially viable
technologies. There was little government-private sector joint research ventures, and government budgetary
constraints made it impossible to implement the S&T infrastructure projects. The MTPDP for 1993-1998
targeted an increase in R&D expenditures from 0.24 percent of GNP in 1992 to 1 percent of GNP in 1998.
However, the priority activities in support of this goal were not adequately implemented. For instance,
activities such as:

a. modernization of production facilities in technology-based industries;

b. global technology search to acquire foreign technology in the priority areas;

c. provision of S&T services (e.g., standards, quality control, chemical and physical analysis, etc.); and

d. transfer and commercialization of technologies for the development of competitive industries have yet
to be visibly felt in the industrial sector.

In 1993, DOST replace STMP with the Science and Technology Agenda for National Development
(STAND). STAND’s objective was to help realize the vision of Philippines 2000 by focusing S&T activities
on export niches identified by the private sector. While STMP identified 15 priority sectors, STAND
identified seven export winners, 11 basic domestic needs, three support industries, and the coconut industry.
STAND identified six specific strategies.

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To increase private sector The Philippine Innovation System, The Philippine Innovation System: Structure
and Characteristics 6 participation in S&T activities;

a. to develop emerging technologies;

b. to promote government-industry-academe linkages;

c. to develop S&T manpower;

d. to review S&T policies; and

e. to promote technology monitoring, assessment, and forecasting.

Specific products and processes are being identified for R&D in the STAND through programs coordinated by
DOST-approved product managers working in consultation with academe, government and private sector. The
assistance of experts from private organizations (local and foreign) has been enlisted by DOST under the
United Nations Development Programme (UNDP) funding support. A UNDP-assisted project, ―Achieving
International Competitiveness through Technology Development and Transfer,‖ was undertaken for DOST by
outside experts in 1995.

The Manufacturing Productivity Extension (MPEX) Program of DOST assists SMEs in sourcing their
technological requirements and improving their productivity. DOST’s Consultancy in Agriculture for
Productivity Enhancement (CAPE) Program facilitates the transfer of technologies to the farmers. The most
current program for DOST to build scientific and technological capability refers to the Education and Science
Education Project (ESEP), which is supported by a program loan from the World Bank.

It is envisioned to build and upgrade scientific and engineering expertise and facilities in selected engineering
and science institutions. The ESEP includes a Management of Technology program, which aims to build and
upgrade the managerial expertise of scientific and technical decision makers. In addition, it provides
assistance for the upgrading of science and mathematics teaching in selected secondary schools in the
Philippines. By June 30, 1998 ESEP had produced 3,554 short-term trainees, 1,077 diploma degree holders,
513 master’s degree graduates, and 51 Ph.D. graduates. A total of 72,296 books and library materials and 569
journals were delivered to participating institutions.

Thirty laboratories in tertiary institutions were

upgraded, and 110 high school laboratories were built.
There is still no thorough assessment of the extent to
which ESEP has successfully met its objective of
developing science and technology man power in the
Philippines. As seen in Table 1, R&D expenditures (in
current terms) increased by 23.1 percent on an annual
basis between 1989 and 1992, and by 17.2 percent
between 1993 and 1996. On the average, the
government provided 52.7 percent of the R&D
expenditures during the 1989-1992 period, and 62.9
percent between 1993 and 1996.

Industry support provided approximately 26 percent of

total R&D expenditures during the 1989-1996 period.
In short, government agencies contributed the biggest
share to total R&D expenditures. Fulltime R&D manpower totaled 9,719 in 1992 and 9,896 in 1996. Total
manpower increased by an average annual rate of 3.2 percent during the 1989-1992 period, and 9.4 percent
from 1993 to 1996. Full time R&D manpower increased at an average annual rate of 4.3 percent over the
1989-1992 period and 8.3 percent over the 1993-1996 period. In both part-time and fulltime manpower,
government agencies utilized the biggest number of R&D personnel. The private sector contributed only 11.3
percent of total R&D manpower for the 1989-1996 periods.

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 Most of the R&D personnel have bachelor degrees, and
those with Ph.D. degrees have a negligible share. R&D
personnel with Ph.D. degrees are dominated by those in
the social sciences, and consist of 10 percent from the
engineering and technology fields. This analysis shows
that the public sector provides the bulk of R&D
expenditures and personnel. Policy reforms in the S&T
sector must therefore address the need to significantly
increase the share of private R&D in the Philippines.

DOST is coordinated by five sectorial planning councils

(covering the areas of agriculture and forestry, health,
aquatic and marine resources, industry and energy, and
advanced science and technology); seven R&D institutes
(covering industrial technology; nuclear research, forest
products, food and nutrition, textile, metals, and
advanced science and technology); and six S&T service agencies (focusing on science education and training,
information networks, commercialization of technology, weather forecasting, and volcanology and
seismology). An inter-council committee coordinates the five councils.

1.4. Overview of New Technological Development

Economic growth is determined by how well a country mobilizes its resources to improve productivity in
order to increase production of goods and services. Generally, resources include labor and human skills,
capital, land and natural resources, while major factors affecting productivity are technology, research and
development.

1.4.1. Historical Development in R&D and Technology in the Philippines

Philippine science and technology (S&T) has a long

history, dating back to the early American colonial
period during which the Bureau of Science was
created. The American government, through this
Bureau, formed the Philippine S&T. However, the
coverage was very limited. It mainly focused on
agriculture, health and food processing. Thus,
because of the colonial economic policy, the
development of industrial technology was largely
neglected. Moreover, the public school system was
created at about the same period. Through the creation of the University of the Philippines (UP) System and
the various S&T-related agencies and laboratories, the Bureau became effectively the training ground for
Filipino scientists. Major shifts in the direction of Philippine S&T took place right after the proclamation of
independence in 1946. It was reorganized into an Institute of Science and was put under the Office of the
President of the Philippines. Despite these changes the real effects in terms of its impact on the economy were
marginal. The Institute suffered from lack of support, planning and coordination. In fact, the Bell Mission’s
Recommendation mentioned that the Institute had no capability to support S&T development for lack of basic
information, neglect of experimentation, and small budget for R&D activities.

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